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DIGITAL VIDEO ADVERTISING FOR PUBLISHERS Video remains the gold standard for advertisers and consumers alike and demand, on all screens, is multiplying quickly. For publishers, this presents exciting opportunities to take full advantage of the video boom. When asked to name the biggest trend in digital, publishers responded with one word: video. Digital’s share of total media time in the U.S. (5 hrs. 38 mins) 1 Consumers spend 1 hour and 8 minutes a day watching digital video 2 66% of all companies report the ability to reach quality audiences as the primary value of digital advertising campaigns 3 DIGITAL HAS CONSUMER ATTENTION VIDEO IS THE PREFERRED MEDIUM 47% VIDEO IS DIGITAL'S FASTEST GROWING AD FORMAT 47% Mobile Video is Proliferating Video's rise to dominance is being driven by mobile. Digital video ad spend will grow by 47% year-over-year on mobile devices as marketing dollars follow consumers to the small screen. 5 DIGITAL VIDEO EXTENDS REACH AND COMPLEMENTS TV TV + ONLINE WORKS BETTER Brand Lift for Recall and Likability TV Only vs. TV & Online Video 7 TV + Premium Online Video TV Only TV ads are more effective when partnered with online video CROSS-PLATFORM SPENDING SEEING CONTINUED GROWTH IN 2016 TELEVISION TRIGGERS ONLINE RESEARCH Prior to Purchasing a Service Advertised in a TV Commercial, Internet Users... 8 MOBILE 82% of advertisers plan to increase cross-platform spending (TV + Online Video) due to increased ROI 9 62% research digitally 62% research digitally 4% buy immediately 17% research in-store 12% look at reviews from other buyers 4% get opinions from friends/family PUBLISHERS EXTEND REACH OF TV CAMPAIGNS ONLINE CREATE NEW VIDEO INVENTORY SOURCES TO MEET DEMAND Consumers spend 25% of their time on smartphones, yet the channel grabs just 12% of ad budgets. 12 PROGRAMMATIC: More than half of all digital video ad spending in the US will be programmatic. AUDIENCE EXTENSION: In the past year, 61% of publishers have sold video ads as a part of their audience extension packages. 11 of advertisers plan to spend more on mobile video advertising in 2016 13 SOCIAL OUTSTREAM ADOPTION GROWS 27% of advertisers and agencies currently buy outstream video ads, with another 18% planning on buying next year. 16 27% + 18% of advertisers and agencies see adoption of outstream video ads increasing next year 17 72% 1. comScore, August 2015. 2. eMarketer, April 2016. 3. Forbes Insights, May 2015. 4, 5. eMarketer, February 2016 7. Nielsen, 2014. 8. eMarketer July 2015. 9. IAB Video Ad Study 2016 10. eMarketer April 2016 11. Mixpo, July 2016 12. 5 Internet Trends, June 2016. 13. IAB Video Ad Study 2016. 14–17. Mixpo, July 2016. 31% 50% have run video ad campaigns on Facebook 15 50% Facebook video ads are the top Facebook product used by publishers. 14 Digital video advertising will drive nearly $10 billion in ad spend this year. This is a remarkable 28% increase over 2015, making video digital's fastest-growing ad format. 4 NEARLY $10 BILLION When asked to rank ad formats on perceived ROI, publishers consistently gave video the highest marks 6 Increase in TV Ad Message Recall + 53% 0% 10% 20% 30% 40% 50% 60% TV Ad Likability TV Ad Message Recall TV Ad Brand Recall TV Ad General Recall Increase in Brand Recall + 35% In 2016 programmatic video ad spending will reach $5.51 billion, representing 56.0% of total digital video ad spending. 10 56%
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